The annual report as an image-builder

Annual reports have long since ceased to be a dry catalogue of facts and figures. With the growing importance of transparency and authenticity, the narrative section of an annual report is now more than just an option; it’s essential for organisations that want to be forward-looking and competitive in the way they communicate. 

These days the target group of annual reports is more diverse and extends through all social classes: NGOs and activists focus on topics such as sustainability, environmentally friendly production, safety at work and carbon reduction. Investors are looking for profitable opportunities and qualified workers are seeking attractive employers. Successful reporting must cover all these information needs. 

Another challenge is that the majority of readers will only invest a few minutes of their time. However, for the annual report to achieve its full effect as a marketing tool, it must be read. This is in your hands. What you need is a coherent concept for the narrative section with a creative central theme, visually attractive design and appealing copy. Good storytelling entertains and specifically addresses the various stakeholders, increasing the time they spend immersed in your publication – whether print or online. Here there’s great potential for steering and optimising the way people perceive your organisation. Ultimately, your annual report is also your company’s business card.

The narrative section shouldn’t only present the economic and business situation, but should also make an impact with emotionally appealing narratives, portraits and success stories. While continuity in the presentation of facts and figures is definitely desired in the mandatory section, the narrative and image-building section should be varied. Every year you should develop a new central theme and a common thread running through the entire report. Using a variety of journalistic forms will make sure nobody gets bored. Interviews, reports, portraits and infographics facilitate emotionally appealing and gripping storytelling. The content should inspire as well as inform. Show who you are, give readers a glimpse behind the scenes and present your strategy. Give your organisation a face.

Creating a high-quality narrative section takes time, creativity and financial resources. However, this investment pays off on many levels.

• Authenticity and trust: Real people – employees and managers alike – and their stories come across as authentic and make your company more relatable. Instead of an abstract organisation, readers see the faces of your people and their passionate contribution to the success of the business. This creates sympathy and builds trust among investors, customers and the public.
• Reducing complexity: Business models are often complex. The narrative and image-building section is an opportunity to present them in a comprehensible and vivid way.
• Conveying a vision of the future: Besides presenting the past financial year, the narrative section can also be used to communicate visions of the future and strategic objectives.
• Employer branding: By providing insights into the working environment, career opportunities, corporate values and culture, you can position yourself as an attractive employer for potential applicants.
• Employee loyalty: You can use your annual report to appeal not only to potential employees but to your existing staff as well. A well-crafted publication shows your people that they can be proud of their employees and that their hard work and dedication are recognised.
• Multi-purpose content: Stories from the narrative section can be used and referenced multiple times. Well-made content can be worked up for various communication channels from social media to the company website and employer branding media.

A successful and effective annual report strikes the right balance between hard facts and emotional appeal. The narrative section of the report is an integral part of corporate communications. It’s an opportunity to embed your figures in a larger context and to present your organisation holistically.